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Content marketing for entrepreneurs with no budget

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Artem is an entrepreneur in heart and mind. He talks about online marketing based on his own experiences. He started his business with no marketing budget. He gives an overview of the different opportunities that exist for passionate entrepreneurs willing to focus on creating content.

See video of the talk on YouTube: https://www.youtube.com/watch?v=0xrOLOylG7I

Learn more about Artem's company at www.lumolink.com.

This talk was given in Helsinki at Aalto University on 10 October 2014.

Published in: Business
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Content marketing for entrepreneurs with no budget

  1. 1. Content marketing for entrepreneurs with no budget Artem Daniliants / LumoLink
  2. 2. Please please please interrupt me with questions or smart comebacks :)
  3. 3. About me Briefly :)
  4. 4. Lifestyle entrepreneur
  5. 5. I ❤ technology Web in particular
  6. 6. I ❤ online marketing Specially things you can do for free
  7. 7. I ❤ startups I can't stop creating new ones
  8. 8. I ❤ cats I own two Main Coons
  9. 9. I founded LumoLink in 2010 I wanted to merge technology with marketing
  10. 10. So you wanted to start a company? Soon you will find out that...
  11. 11. People don't care about your company This is why you need...
  12. 12. Marketing
  13. 13. But there are challenges • No money • Very little time • No resources (people) • Possibly no previous experience • You have no brand (yet)
  14. 14. Not all is lost thou... • You are passionate • You are flexible • You dare to do take risks • You can leverage modern tools/channels
  15. 15. This is where content marketing comes in
  16. 16. Creating online content as a means to attract more leads offline or/and online
  17. 17. What is "content"? Visual, textual, audio or interactive
  18. 18. Why is content marketing gaining popularity?
  19. 19. It's free In the beginning
  20. 20. Some of it takes very little time Most of it though requires a lot of time
  21. 21. You can do it alone Doing it on scale requires people
  22. 22. Content filters out trash If you have 500 articles on building saunas over 10 years and 10000 subscribers maybe you know your stuff :)
  23. 23. You don't need previous experience to start Only way to get really good is to keep doing it
  24. 24. Content = Internet currency
  25. 25. Search engines love it Content is huge part of search engine optimization
  26. 26. What is good content?
  27. 27. People should want to tell about it to others (but anything is better then nothing)
  28. 28. How to get started?
  29. 29. What content should I create?
  30. 30. A mission bigger then you Let your mission guide your content creation
  31. 31. Examples of good company missions • We want to help IT companies be more productive • Our aim is to create truly environmentally sustainable fashion • We want to provide everyone on earth with clean water • We want to help Finnish companies succeed in Russia
  32. 32. What exactly to write about?
  33. 33. Ask Google! Use AdWords Keyword Planner to find out relevant keywords for your industry
  34. 34. Be trendy Using Google Trends to find out how to remain relevant
  35. 35. Reveal something few know about your industry Example: Truth about car salesmen - things you need to know to get the best deal
  36. 36. Do something others wouldn't dare to do YouTube video link
  37. 37. Be a content curator Filter out best content for your followers
  38. 38. Optimize, optimize, optimize...
  39. 39. Optimize content itself Use analytics to find out which content works best
  40. 40. Tips on optimizing website content 1. Create title that grabs attention • Tips on writing good titles 2. Create social media thumbnail that does the same • Wordpress allows you to do this easily 3. Use images in articles • Free image archives 4. Use keywords found in Keyword Planner
  41. 41. Where to put all these content? On your site of cause
  42. 42. How to get exposure?
  43. 43. Use influencers Klout.com is a good place to start
  44. 44. Use social media Grow your following but leverage it sparingly
  45. 45. Package content into a podcast Get on iTunes
  46. 46. See where others are getting links from Open Site explorer let's you see where any site is getting links from
  47. 47. This is how I do content marketing in my company I try to share as much knowledge as I have for free
  48. 48. How I grow my LinkedIn network I scan business cards I get using Evernote Hello
  49. 49. I use our company blog as a content hub
  50. 50. I use BufferApp to spread content in social networks
  51. 51. I try to turn offline opportunities into online assets • I record my talks • Share slides on SlideShare • I upload PDF version of the slides to our site
  52. 52. I try to do things differently During spring 2014 I created a charity project
  53. 53. So far content marketing worked pretty well for me :)
  54. 54. To succeed create content that... 1. Makes people want to talk about you 2. Highlights your expertise/advantage indirectly 3. Dare to be different (don't overdo it though) 4. Find ways to create passively create online content 5. Optimize content to drive traffic to your sales funnel 6. Measure everything
  55. 55. Be A Creator, Not a Consumer
  56. 56. Thank you! Get in touch /@artemd /artem.daniliants /in/artemdaniliants
  57. 57. Photo credits https://www.flickr.com/photos/doremigirl/ https://www.flickr.com/photos/uk_parliament/ https://www.flickr.com/photos/blueskyzmedia/ https://www.flickr.com/photos/epsos/ https://www.flickr.com/photos/rebelremedy/ https://www.flickr.com/photos/68751915@N05/ https://www.flickr.com/photos/turneround/ https://www.flickr.com/photos/khoise7en/ https://www.flickr.com/photos/miuenski/ https://www.flickr.com/photos/heisenbergmedia/ http://www.flickr.com/photos/hadock/ http://www.flickr.com/photos/efrencd/ http://www.flickr.com/photos/babagozum/ http://www.flickr.com/photos/vixon/ http://www.flickr.com/photos/ores2k/ http://www.flickr.com/photos/kalexanderson/ http://www.flickr.com/photos/katerha/ http://www.flickr.com/photos/bluefountainmedia/ http://www.flickr.com/photos/chadcooperphotos/ http://www.flickr.com/photos/smemon/ https://www.flickr.com/photos/carlos_maya/ http://www.flickr.com/photos/bre/ http://www.flickr.com/photos/scobleizer/

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